Nudge of the Week: Tim de Broekert
This week we spoke to Tim de Broekert, Senior Communications Manager at Tony’s Chocolonely.
“Nudge showed me there was a whole group of people working to reshape systems, and that I could be one of them.”
Tim’s journey into sustainability didn’t start with a clear plan, it started with curiosity.
Back in 2012, while working at a marketing agency, he felt drawn to something bigger. “Sustainability was still a relatively small world back then,” he recalls. “But Nudge felt hands-on, full of energy, and very real and connected.” What started with volunteering and joining the Nudge Global Impact Challenge quickly became a turning point. “I realised: I can be part of shaping this new sustainable world.”
What really stayed with him was learning alongside others. “You had senior leaders, climate experts and entrepreneurs sharing their perspectives, while younger participants brought fresh ideas and energy. That mix was incredibly inspiring.”
Over the years, Tim explored different roles across the sustainability space, from research and strategy to communications, slowly figuring out where he could make the biggest contribution. “Through trial and error, I discovered that storytelling and campaigning is where I can make the most impact. The world needs a new narrative for people to believe in.”
Today, at Tony’s Chocolonely, he puts that into practice. As part of the marketing team, he works on campaigns and storytelling that aim to change the chocolate industry from within. “We have a mission to end exploitation in cocoa, and we want to bring as many people along as possible. Showing them, chocolate can be made very differently.”
Looking back, one thing stands out most from his Nudge experience: the feeling of not being alone. “You sometimes feel like you're the only one trying to push for change. But then you realise there’s a whole community out there, working towards the same goal.”
That belief in doing things together still shapes how he works today. “At Tony’s, collaboration is key. Through initiatives like Tony’s Open Chain we work with other brands to transform the industry together.” A way of working that closely connects to Nudge's next chapter: bringing people together to learn from each other and build coalitions that can shift value chains and sectors.
“I used to be very idealistic. I still am, but I’ve learned that change happens step by step. You’re trying to improve a system, not make it perfect overnight.”
Looking ahead, Tim is drawn to working more internationally, across supply chains and industries, while also giving back: “I’d love to mentor younger professionals and keep learning from people in different disciplines and contexts. People did that for me as well, so I would love to do this for people at the start of their impact career.”
Stories like Tim’s show what can happen when people from different disciplines and generations come together around a shared mission. Curious what your next step with Nudge could look like? Explore the NextNudge programme.